“The Impact of Promotional Schemes on Consumer Loyalty and Purchase Intention in the Electric Two-Wheeler Segment”

Commerce

The rapid growth of the electric two-wheeler (E2W) market in India has intensified competition among manufacturers, leading to the increasing use of promotional schemes such as cashback offers, exchange benefits, low-interest EMIs, festival discounts, and service-based incentives. This study examines the impact of such promotional schemes on consumer purchase intention and long-term loyalty in the E2W segment. Primary data collected from 300 respondents was analyzed using chi-square, correlation, and regression techniques. The findings reveal that financial promotions that directly reduce upfront cost especially cashback and instant discounts have the strongest influence on purchase intention. Positive consumer perception of promotional schemes significantly enhances their willingness to purchase, while attractive and meaningful promotional benefits also contribute to sustained brand loyalty. Furthermore, demographic factors such as age, income, and education moderate the effectiveness of promotional schemes, with older and higher-income consumers showing stronger responsiveness. The study concludes that well-designed promotional strategies not only drive immediate sales but also foster continued customer engagement and loyalty, offering valuable guidance for marketers in the electric mobility sector.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.